Tariffs, inflation, carbon taxes, stock markets and much more have been dominating the financial headlines. Despite the fluctuations and uncertainty surrounding the markets, most Canadian retail investors are still eager to invest responsibly.
That’s according to the annual survey from the Responsible Investment Association (RIA), which shows 76% of respondents want their financial advisor or institution to be required to ask them specific questions about responsible investment considerations that align with their personal values as part of the Know Your Client process.
"The demand is there," Patricia Fletcher, RIA CEO, said in a statement. "However, the persistence of greenwashing as a deterrent signals that despite recent progress, continued efforts on multiple fronts are required to address these concerns. Advisors are uniquely positioned to engage with clients to address both their values and concerns and provide education."
Uptick in greenwashing concerns
Greenwashing refers to the practice of making investments or financial products appear more environmentally responsible than they truly are, often through misleading marketing or exaggerated claims. Despite a decline reported in the prior survey, 2025 saw a slight uptick in greenwashing concerns with over half of respondents acknowledging that it deters them from responsible investments compared to the previously reported 46%. Other key deterrents include lack of knowledge about responsible investment (RI) funds, lack of clarity around fund labels and strategies and performance concerns.
According to a release, this may be the cause of a slight decrease in ownership of responsible investments year-over-year.
Generational differences and other highlights
Two-thirds of respondents reported they are interested in responsible investments, with younger respondents generally expressing greater interest than older respondents, and female respondents more interested than their male counterparts. There was also a noted increased interest among those 55 and older.
At the same time, 66% of respondents say they know little or nothing about responsible investments, including 19% who have never heard of it.
Considering the impact of world events, 35% of respondents say they are more likely to choose RI than one year ago.
As well, it’s important to consider the near omnipresence of AI in every facet of our lives now, including in responsible investments. Nearly two-thirds of respondents are either not very familiar or not familiar at all with the applications of artificial intelligence in the investment decision-making process.
Survey methodology
The 2025 survey is based on data collected by Ipsos from 1,001 Canadian individual investors between January 27 and February 3. Investors are defined as individuals who currently own investments such as mutual funds, exchange-traded funds, stocks, bonds or other securities.
This article provides information only and should not be construed as advice. It is provided without warranty of any kind.
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